Theatrical backdrop protagonist of a furniture showroom

Baranowitz & Goldberg uses a set of theatrical wings, animated by digressive colors, to shape an experience of space that is independent of the objects on display.

Drawing on inspirations ranging from Andrea Palladio's Teatro Olimpico to the architecture of Luis Barragán, Israeli studio Baranowitz & Goldberg designs the interior of a furniture store on the outskirts of Tel Aviv through a system of partitions marked by a rigorous grammar of binary colors and multiplied views.

Conceived not as mere backdrops for the objects on display, but as the real protagonists of the space, the wings define the different niches with theatrical sensitivity, combining orthogonal juxtapositions and creating a rhythmic scansion of great formal rigor.

Color plays a central role in the construction of this theatricality, rejecting any decorative assumptions and imposing itself as a device that elucidates the visitor's path through space: “The color schemes consist of hand-picked shades chosen to create a gradual evolution on the one hand and theatrical contrasts on the other using opposite color combinations. Each partition comes in two shades. The sculpting of the section makes the other shade visible on the openings’ walls", Baranowitz & Goldberg tell us.

Transformed into a sculptural mass through the use of splayed openings, the wings also multiply the perception of space on the vertical axis through additional ceiling sections, which nullify two-dimensionality through the summation of new volumes.

Tel Aviv
Baranowitz & Goldberg
Managing architect:
Ayelet Levit for Baranowitz & Goldberg
Light design:
Orly Avron Alkabes
1000 sqm

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